1. Tools for Google Ads Customers with Multiple Accounts or Large Accounts

If you manage multiple accounts or large accounts as a Google Ads customer, you need to cover a large number of clients. As more clients use multiple devices for communication, shopping, and entertainment, you can cover them in more ways than ever before. This also means that you will get more data for analysis, which can provide crucial insights into your business.

To help you manage your business in a simpler and more flexible way, Google Ads offers several powerful free tools to help you achieve the following goals:

Create and customize Google ads, make large-scale changes to ad campaigns, automatically adjust bids, and utilize powerful reporting and analytics features to measure the effectiveness of your Google Ads.

1. Manage Multiple Google Ads Accounts in One Place

If you need to manage multiple accounts, Google Ads Manager Accounts can save you time. With this account, you can view and manage all your Google Ads accounts, including other manager accounts, in one place. Learn more about manager accounts

2. Ad Material Optimization Tools

These tools can help you create, test, and update ads for different accounts.

Merchant data: Use this one-stop tool to provide the merchant information you want to use in Google Ads. You can use this information to update your ad materials in real time. Learn about merchant data

Ad customization tools: Tell Google Ads how to use real-time updated content to customize your ads. Introduction to Google Ads customization tools

Upgraded URLs: Google Ads offers an improved URL management process that allows you to differentiate landing pages and tracking parameters. With these improvements, you can create custom URL parameters and reduce account management workload, ad review time, and web crawling on landing pages. About upgraded URLs

3. Tools for Scalable Management and Efficiency Improvement

These tools can help you quickly make large-scale changes to accounts, saving you time.

a. Bulk modify campaign settings: Update geographic locations, languages, ad rotations, etc., in bulk. For example, you can use filters to quickly find all campaigns targeted to specific geographic locations. Learn how to bulk modify settings, modify keywords, or bulk modify ad text.

b. Bulk modify ad extensions: Manage ad extensions more easily. You can bulk change extensions and modify device settings, create extensions for multiple campaigns or ad groups with just a few clicks, and use spreadsheets to create and modify extensions. Learn how to bulk modify extensions

c. Run powerful cross-account scripts: Use simple JavaScript code to make large-scale custom changes to your accounts (including accounts in MCC). You can also create custom reports and extract data from Google Spreadsheets. Learn about Google Ads scripts

d. Use bulk uploads for changes: Download spreadsheets, make changes offline, and then upload the modified spreadsheets back to your account (the system will execute the changes you made at the appropriate locations). With integrated preview and error checking features, you can ensure changes are as you wish. Learn about bulk uploads

e. Use Google Ads Editor: With the powerful bulk modification tools provided in Google Ads Editor, you can quickly download, update, or create Google ad campaigns, and then upload the changes to Google Ads. With Google Ads Editor, you can not only manage and view multiple accounts at the same time, but also copy or move items between campaigns, search for items in accounts, view account statistics, and quickly undo or redo relevant changes. Most notably, you can continue working offline. Introduction to Google Ads Editor

4. Automated Bidding Tools

If you need to manage hundreds or even thousands of keyword bids, consider using automated bidding strategies for large-scale real-time bidding. These strategies can help you optimize bids for specific campaigns, ad groups, and keywords to achieve your performance goals, while also allowing you to manually control the most important keywords.

Here are some bidding strategies you can choose from:

Target Cost Per Acquisition: Automatically set appropriate bids to achieve as many conversions as possible while reaching your average cost per acquisition goal. Target Google Ads Return on Investment: Automatically set appropriate bids to maximize conversion value while striving to achieve an average return on ad spend. Maximize Clicks: Automatically set bids within your chosen target spending range to help you achieve as many clicks as possible. Target Search Page Location: Automatically adjust bids to help your ads appear at the top of the search results page or on the first page. Target Outranking Share: Automatically set bids to help your ads rank above other domains in the search results.

5. Powerful Reporting and Analytics Tools

View actionable insights and report data to better understand performance and make smarter business decisions.

a. Bid insights: Compare ad performance with other advertisers participating in the same bids, and understand where you missed opportunities to achieve good results. This information helps you make smarter decisions when choosing bids, budgets, and keywords. Learn about bid insights reports

b. Import conversion data: Sometimes, potential customers attracted by your AdWords ads achieve conversions offline. Or, you may want to generate online conversion reports 30 days after a sale to exclude returned orders. In these cases, you can use Google Ads conversion data import. Learn how to track offline conversions

c. Tags: Add tags to keywords, campaigns, ad groups, and ads to quickly filter and view the most important data for you. Learn about tags

d. Geographic location reports: With geographic location information, you can better understand how your Google Ads perform in different geographic locations. View the actual locations of your customers or the geographic locations they are interested in. If you use additional address information, you can understand how ads perform at different distances from your business through distance reports. Learn how to measure geographic location effects

e. Search term reports: Understand which queries actually triggered your ads, so you can make smarter decisions when choosing positive and negative keywords. Learn about search term reports

f. Custom columns: Adjust the columns in the statistics table as needed to segment and display data in the most important way for you. Learn about custom columns

g. Campaign details reports: View the features, settings, and properties used by your various Google ad campaigns to identify account issues or new business opportunities.

h. Report editor: Use powerful reporting tools to perform multi-dimensional analysis directly in your browser and create pivot tables, charts, and graphics.

II. Google Ads API (API)

The Google Ads API (API) is designed for developers representing technically skilled large advertisers and third parties, including agencies, search engine marketers (SEM), and other online marketing experts managing multiple client accounts or large ad campaigns.

Developers can create applications that interact directly with Google Ads servers through the Google Ads API (AdWords API). With these applications, advertisers and third parties can manage their large or complex Google Ads accounts and campaigns more efficiently and creatively.

1. How to Use the Google Ads API (AdWords API)

Since using the Google Ads API (AdWords API) requires certain technical knowledge and programming skills, advertisers need to hire software developers to achieve the best results.

This API is not only flexible but also powerful, and can be used to create applications that meet your needs. You can use this API to do the following:

Automatically generate keywords, ad text, landing pages, and custom reports. Integrate Google Ads data with your inventory system to manage ad campaigns based on inventory status. Develop additional tools and applications to help manage accounts. You can even choose which programming language to develop in. The Google Ads API (AdWords API) SOAP interface supports all common programming languages, such as Java, PHP, Python, .NET, Perl, and Ruby.

2. Getting Started with the Google Ads API (AdWords API)

The registration process is very simple, requiring only a valid Google Ads account. Once registered as a developer, you can access the Google Ads API (AdWords API) center to manage your tokens and budget settings. The developer token is a unique combination of letters, numbers, and characters used to identify your Google Ads API (AdWords API) activities. It is the key to communicating with Google Ads servers and your clients' Google Ads accounts.

III. Introduction to Google Ads Editor

Google Ads Editor is a free downloadable application for managing Google Ads campaigns. The basic operation process is very simple: download one or more accounts, make changes offline, and then upload the changes to Google Ads. Google Ads Editor can save you time and make bulk changes easier.

1. Uses of Google Ads Editor

All Google display ad customers can use Google Ads Editor, regardless of account size, but it is especially useful for accounts with multiple campaigns and a large number of keywords or ads. For example, you can do the following:

Use bulk modification tools to quickly make multiple changes. Export and import files to share proposals or make changes to accounts. View statistics for all or part of the campaigns. Manage, modify, and view multiple accounts simultaneously. Search for and replace text across multiple ad groups or campaigns. Copy or move various contents between ad groups or campaigns. Undo and restore multiple changes when modifying campaigns. Make changes in drafts before uploading them to your account. Continue working offline.

2. Combining Google Ads Editor with Google Ads

After starting to use Google Ads Editor, you can still access https://ads.google.com to log in to your Google Ads account and make changes. You just need to download the latest changes to ensure that Google Ads Editor is using the latest version of your account data.

IV. Introduction to ValueTrack Parameters

Your account is now eligible for parallel tracking. Parallel tracking helps load landing pages faster, reducing lost visits. It directs customers directly from your ad to the final arrival URL while measuring clicks in the background. Parallel tracking is the only click measurement tracking method applicable to all accounts. Contact your click measurement service provider to ensure their system is compatible with parallel tracking. Learn about parallel tracking.

To start tracking information related to your ads, the simplest method is to use ValueTrack parameters. ValueTrack parameters are a type of URL parameter that can be added to the landing page URLs of Google video ads. These parameters collect information about the source of ad clicks.

1. Preparation

If you are not familiar with how tracking functions work, it is recommended that you review the tracking features in Google Ads before getting started.

2. How ValueTrack Works

ValueTrack parameters are a type of URL parameter. Each URL parameter is a piece of text enclosed in curly braces ({}), such as {matchtype}. These parameters can be attached to the final arrival URL, tracking template, or custom parameters of an ad.

When a user clicks on your ad, Google Ads replaces the ValueTrack parameter with a value based on the specific circumstances when the ad was clicked. For example, the parameter {matchtype} is used to display the match type of the keyword that triggered your ad to be displayed. When you view the data, you see not {matchtype} but the match type value recorded by ValueTrack: "b" for broad match, "p" for phrase match, and "e" for exact match. If a value cannot be inserted, the ValueTrack parameter will be replaced with a blank area. You can view these details in Google Analytics or third-party software/website analytics software.

Example: Suppose you run a shoe store, and the website for your store is http://www.example.com. You want to track the type of device used by users when they click on your ad.

You can set the final arrival URL to www.example.com. Next, you can add the {lpurl} and {device} ValueTrack parameters to the tracking template in the URL options (it is recommended to set this at the account level). Your tracking template will look like this:

{lpurl}?device={device}

Now, if a user searches using a desktop or laptop and clicks on your ad, the arrival URL after the click will look like this:

www.example.com/?device=c

With this ValueTrack parameter, your tracking software can track the device used by users to visit your website.

3. ValueTrack Parameters with "IF" Function

Some URL parameters include the "IF" function, which allows you to specify the value you want to insert based on the nature of the ad. You can replace [value] with any text as needed, and then you will see the corresponding text in your data.

Example: You can use the {ifsearch:[value]} parameter to understand whether the ad click came from the search network. If you change [value] to search, then when a user clicks on your ad in the search network (for example, on the Google search results page), you will see the word "search" in your data.

4. Compatibility of ValueTrack Parameters with Google Ads Campaigns

ValueTrack parameters are compatible with the following campaigns: campaigns delivered to the search network, campaigns delivered to the display ad network, shopping campaigns, and app campaigns. However, some campaigns have specific requirements to be aware of.

4.1 Using ValueTrack Parameters for Dynamic Google Search Ads

Google automatically generates the final arrival URL for dynamic search ads. However, you can use ValueTrack parameters in the tracking template and custom parameters. Your tracking template needs to add ValueTrack parameters that can insert the final arrival URL (such as the {lpurl} parameter). View example

4.2 Using ValueTrack Parameters for App Campaigns

If you use a third-party analytics solution based on confirmed installations as a statistical basis, you can use ValueTrack parameters for app campaigns.